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Article

Perceived Value and Consumer Intention to Use Smart Farm Restaurant Systems in Al Ahsa, Saudi Arabia: A Value–Attitude–Behavior Model

by
Amany E. Salem
1,*,
Thowayeb H. Hassan
1,
Mostafa A. Abdelmoaty
2,
Muhannad Mohammed Alfehaid
3,
Mahmoud I. Saleh
4 and
Neveen Mohamed Mansour
1
1
Social Studies Department, College of Arts, King Faisal University, Al Ahsa 400, Saudi Arabia
2
StatisMed for Statistical Analysis Services, Giza 12573, Egypt
3
Department of Geography and GIS, College of Social Sciences, Imam Mohammad Ibn Saud Islamic University (IMSIU), Riyadh 13318, Saudi Arabia
4
Tourism Studies Department, Faculty of Tourism and Hotel Management, Helwan University, Cairo 12612, Egypt
*
Author to whom correspondence should be addressed.
Tour. Hosp. 2025, 6(5), 245; https://doi.org/10.3390/tourhosp6050245
Submission received: 7 October 2025 / Revised: 31 October 2025 / Accepted: 6 November 2025 / Published: 18 November 2025
(This article belongs to the Special Issue Customer Behavior in Tourism and Hospitality)
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Abstract

The adoption of smart farm tourism in agritourism is primarily determined by consumer acceptance, yet limited research has assessed the psychological determinants of the intention to apply smart farm systems. The current study aimed to explore the impact of perceived value on consumer’s attitudes and intentions to use indoor smart farm restaurant systems in Al-Ahsa, Saudi Arabia, using a value–attitude–behavior framework. A cross-sectional survey was conducted among 110 participants, and partial least squares structural equation modeling (PLS-SEM) was employed to assess the hypothesized relationships. The final measurement model showed acceptable levels of convergent and discriminant validity. The results of the structural model demonstrated that the perceived value significantly predicted both attitudes (β = 0.687, p < 0.001) and intentions to use (β = 0.308, p = 0.002). Attitudes also had a direct positive effect on the intention to use (β = 0.557, p = 0.001) and significantly mediated the relationship between perceived value and intention (indirect effect β = 0.383, p = 0.003), accounting for 55.4% of the total effect. These results highlight the positive effect of perceived value in shaping favorable consumer attitudes and behavioral intentions towards the adoption of smart farm restaurant systems. As a consequence, targeting consumer perceived values would influence the behavioral attributes of consumers and support sustainable agritourism innovations in Saudi Arabia and beyond.
Keywords: smart farm restaurants; consumer behavior; perceived value; behavioral intention; agri-tourism smart farm restaurants; consumer behavior; perceived value; behavioral intention; agri-tourism

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MDPI and ACS Style

Salem, A.E.; Hassan, T.H.; Abdelmoaty, M.A.; Alfehaid, M.M.; Saleh, M.I.; Mansour, N.M. Perceived Value and Consumer Intention to Use Smart Farm Restaurant Systems in Al Ahsa, Saudi Arabia: A Value–Attitude–Behavior Model. Tour. Hosp. 2025, 6, 245. https://doi.org/10.3390/tourhosp6050245

AMA Style

Salem AE, Hassan TH, Abdelmoaty MA, Alfehaid MM, Saleh MI, Mansour NM. Perceived Value and Consumer Intention to Use Smart Farm Restaurant Systems in Al Ahsa, Saudi Arabia: A Value–Attitude–Behavior Model. Tourism and Hospitality. 2025; 6(5):245. https://doi.org/10.3390/tourhosp6050245

Chicago/Turabian Style

Salem, Amany E., Thowayeb H. Hassan, Mostafa A. Abdelmoaty, Muhannad Mohammed Alfehaid, Mahmoud I. Saleh, and Neveen Mohamed Mansour. 2025. "Perceived Value and Consumer Intention to Use Smart Farm Restaurant Systems in Al Ahsa, Saudi Arabia: A Value–Attitude–Behavior Model" Tourism and Hospitality 6, no. 5: 245. https://doi.org/10.3390/tourhosp6050245

APA Style

Salem, A. E., Hassan, T. H., Abdelmoaty, M. A., Alfehaid, M. M., Saleh, M. I., & Mansour, N. M. (2025). Perceived Value and Consumer Intention to Use Smart Farm Restaurant Systems in Al Ahsa, Saudi Arabia: A Value–Attitude–Behavior Model. Tourism and Hospitality, 6(5), 245. https://doi.org/10.3390/tourhosp6050245

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